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One of the fundamental premises I teach in my two-day sales boot camp is that, “If two people want to do business tog

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

ether, they won’t let the details get in the way. If two people don’t want to do business together they will let any

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

detail get in the way.”

Over the years I have observed why certain details can sabotage a sale with one prospect and

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

yet not blow a sale with a different prospect. Why is this? Why would one small detail de-rail a sale on the one ha

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

d and not be an issue with someone else?

First of all let’s be clear as to what I mean by details.

Details: individ

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

al part: an individual separable part of something, especially one of several items of information. Every element of

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

whole: all of the individual parts that together make up a whole. Insignificant part: something that is insignifican

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

or a minor part of something else.

Now that we have that out of the way, what are some of the details than can caus

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

a lost sale?

Price? Terms? Quality? Service? History? Competence? Flexibility?

This list is endless. So why wou

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

d one prospect have an issue with your terms or flexibility and a different prospect not be concerned?

There are sev

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

ral things going on here that need to be taken into consideration/

-Perceptual interpretations
-Buying history<

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

br> -Buyer expectations
-Buying styles
-Negotiation strategies
-Political relationships
-Persona

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

or business agendas
-Ego or security issues

A lot to consider yes, but in the end if you will pay attention to

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

early signals I will guarantee you will mot be led down that primrose path into never-never-land.

Let me give you ju

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

t a couple of quick examples.

If a prospect is easy to contact in the early stages of the sales process and then as

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

ime passes their responsiveness becomes less timely, trust me it is for a reason. If you don’t know the reason or re

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

asons you may waste a lot of additional time and unnecessary resources.

If a prospect says one thing and does anothe

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

– beware. There is a great psychological principle that states; you can tell what a person’s unconscious intent is

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

y what they pay attention to.

Ever been broad sided losing a sale that you thought was in the bag? Welcome to the c

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

ub. By paying attention to early signals and not going into denial may save you some serious frustration and anxiety

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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